Arctic Home: Coca-Cola and World Wildlife Fund project
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Arctic Home: Coca-Cola and World Wildlife Fund project

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Arctic Home: Coca-Cola and World Wildlife Fund project Arctic Home: Coca-Cola and World Wildlife Fund project Presentation Transcript

  • Molly AlexanderLauren HalabiHeather MoorenBrittany Taylor &Ardranna Weatherspoon 4/18/13
  • Coca-Cola WWF◦ John Pemberton, inventor◦ Asa Griggs Candler◦ 94% of the worldrecognizes Cokebranding (1)◦ First polar bear print adappeared in France in1922◦ “To create value andmake a difference.”(2)o Founded in 1961o Limited amount oforganizations dedicated tomeeting conservationneedso Morges Manifestoo 10 billion dollars for13,000 conservationprojects (4)
  •  Builds upon existing relationship focused onfreshwater conservation Launched in 2011 Furthering WWF’s efforts to protect the Arctic bysurveying polar bear populations and model futureice conditions $2 million contribution commitment and match up to$1 million of consumer donations (made throughpackage codes) (3)
  •  To raise up to $1 million in consumer donationsfor WWF’s efforts to help polar bears thrive in theArctic by Feb. 15, 2013. Increase product line sales by 5% throughout theholiday season (Nov. 15, 2012-Feb. 15, 2013). To increase awareness of polar bearendangerment due to habitat loss by Feb.15, 2013. To increase awareness of WWF’s efforts inconservation by 10%, in particular for the polarbear and Arctic ice caps.
  •  Action◦ Organizational performance Live Positively Philosophy◦ Audience Participation Text code to donate Virtual Artic Parcel◦ Develop Coalition Continued with WWF Communication◦ Publicity Retail, entertainment and restaurant partners IMAX Film To the Artic 3D (5) Transparency Annual social and sustainability reports (3)
  • ◦ Website and social media◦ IMAX partnership◦ New print and digital ads◦ In store promotions◦ Change the color and design of the Coke can◦ Change the color of other product caps
  •  Coca-Cola drinkers Soda drinkers Animal/Habitat Conservationists Active publics willing to text in and donate
  •  Ethos◦ Website tab with poplar bears and researchers Logos◦ Website tab with artic, field work and statistics Pathos◦ Love appeal◦ Guilt appeal
  •  Strengths:◦ Great way to increase sales, as well ascorporate social responsibility◦ Matching donations and contributing anadditional $400,000◦ “Texting the package code” idea Weaknesses:◦ Should have raised more awareness beforelaunching the campaign◦ Reciprocity◦ Research
  •  Build on success:◦ Keep partnership with WWF◦ Incorporate other social media outlets◦ Increase monetary goals Address weaknesses:◦ Minimum donation amount◦ Did not reach donation goal◦ Incorporate text code on all packaging◦ Extend promotional coke can availability and durationof the campaign◦ Pretest packaging
  • 1. Authors. (2013) Coke and Steel Moist. Retreived from:http://steelmediainc.com/case-studies/22/coke/2. Conversations Staff. (2012, 1 12). The enduring history of coca-colaspolar bears. Retrieved fromhttp://www.coca-colacomapny.com/stories/coke-lore-polar-bears3. Authors. (2013) Welcome to the arctic. Retrieved from:http://www.arctichome.com/showLBE.do?id=arcticHome&type=pillar&size=3&exp=html&4. Authors. (2013). Retrieved from:http://worldwildlife.org/about5. Zmuda, N. (2011). Coca-cola gets real with polar bears. Retrieved from:http://adage.com/article/cmo-strategy/coca-cola-polar-bears-wwf-promo/230632